The Effect of Entrepreneurial Marketing on Competitive Advantage: Small Culinary Souvenir Industry in Jalan Mojopahit Medan, Indonesia

Abstract

This study aims to investigate the effect of entrepreneurial marketing dimensions namely: pro-activeness; calculated risk-taking; innovativeness; opportunity focus; resource leveraging; customer intensity and value creation on competitive advantage in small Medan culinary souvenir industry in Jalan Mojopahit Medan, Indonesia. This study uses thirty-four samples. Data analysis used in this study is multiple linear regression. This multiple regression analysis indicates that entrepreneurial marketing has significant and positive effects on competitive advantage

Entrepreneurial marketing and bank performance in Egypt: is environmental turbulence a missing link?

“…Research has been carried out into the relationship between EM and outcome goals such as business growth (Janet and Ngugi, 2014;Maziriri et al, 2018), customer and financial success (Becherer et al, 2012), competitive advantage (Khouroh et al, 2020;Makmur et al, 2018), innovative performance (Hacioglu et al, 2012) and business performance (BP) (Adel et al, 2020). In particular, the relationship between EM and BP has been extensively analyzed over the past few years (Fard and Amiri, 2018;Mugambi and Karugu, 2017;Rezvani and Fathollahzadeh, 2020;Sadiku-Dushi et al, 2019).…”

Evaluating the relationship between entrepreneurial marketing, competitive advantage, and Islamic banks performance

“…To identify gaps, researchers focused on entrepreneurial marketing research that is correlated with competitive advantage and firm performance. In this case, there is a pattern that emerges, namely that previous studies that used the same construct, gave different results (Makmur et al 2018 ; Sadiku-dushi et al 2019 ; Stephen et al 2019 ). Multidimensional entrepreneurial marketing constructs that contain dimensions of proactivity, calculated risk-taking, innovation, focus on opportunities, resource lifting, consumer intensity, and value creation have different effects on company performance.…”

“…Multidimensional entrepreneurial marketing constructs that contain dimensions of proactivity, calculated risk-taking, innovation, focus on opportunities, resource lifting, consumer intensity, and value creation have different effects on company performance. The study of Stephen et al ( 2019 ) found that competitive advantage is only significantly influenced by the dimensions of opportunity focus, innovation, resource leveraging, and value creation; meanwhile, Makmur et al ( 2018 ), in the local context, found different results where only the dimension of opportunity focuses proactivity, and resource lifting which have a significant effect on competitive advantage. This shows that the construct is still not sufficient to conceptualize entrepreneurial marketing.…”

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